In an effort to capitalize on the hipness of board sports culture evidenced by such recent moves as Shaun White’s Target line and Op hopping in bed with Wal-Mart, Kmart is launching an exclusive brand of surf and skate styles this June. Miami based Orange Clothing, who currently works with specialty retailers like JCPenney, Macy’s, Wal-Mart, and Dollar General, is designing “Boarding,” the creatively named new line which will retail from $12.99 to $22.99.
According to Kmart's Mike Sablowski, vice-president and GMM of men's, Boarding will initially launch in 100 stores, in what he described as a "soft offering." A favorable consumer reaction could result in the brand’s expansion into Kmart’s 1,400 other doors down the road. Kmart is not currently commenting on what regions the line will initially launch in, but according to company spokesperson Amy Dimond it will be in “areas where this will be strategically important.” Speculation on the part of Transworld Business is that this translates as Southern California and South Florida.
In a recent DNR article, Scott Deutsch, president of Orange Clothing, was quoted describing the brand as "trend right, but affordable. Our focus is to offer the same quality and look as a Quiksilver or Volcom, but be half the price."